Cox’s Mail Wants to Keep Customers Happy
When a customer’s discount price expires, too bad for them, right? Not exactly, as this recent direct mail proves.
Mailer Name: Cox Communications
Date Mailed: November 2015
“Save big on your services,” the outer copy teases. Sure enough, once you dive into the letter inside, it does promise savings on TV, internet, and phone services for the customer. The reason for this communication is because the promotional price period’s end is approaching.
“We’re here to help” the Johnson Box says, a customer service mantra that’s repeated twice in the letter alone. “We love having you as a customer,” it continues, “and want you to continue enjoying your [services].” But rather than make a specific offer with details and pricing, maybe even of the same mix of bundled options, Cox dangles the possibility of getting “even more out of your services.”
“So let’s talk,” the letter simply requests. The actual call to action isn’t that complicated: either phoning a toll-free number or going online with a special promo code.
There is an indirect promise of saving up to $400 or $800 (depending on the term), but getting into specifics is left to Cox’s customer service reps. Even the mail package's buck slip just reinforces that “let’s work it out” attitude.
Before a discounted price period expires, be proactive and look for ways to offer a new plan to your customer.